Today, we’re talking shop! That is, how to work with mass-market retailers. For those who are new to the industry, mass retail refers to big-box stores like Target, Costco, and Walmart as well as supermarket chains like Safeway and Kroger. And what most people don’t realize is that these types of stores have their own ways of doing business, and even their own terminology (do you know what a cut-in is? Or a reset?). So it’s important to get up to speed before trying to pitch your product into this channel.

Over the past few months, several Business of Drinks listeners have reached out, asking me to do an episode on best practices for working with big-box stores. So today, I’ve got answers!

I talk with Mike Percic, a mass retail veteran who recently concluded a 16-years career working with Target, most recently leading its Adult Beverage business — and he now advises brands on how to work effectively with mass retailers.

We’ve structured this conversation as a masterclass, going from how to pitch mass retailers and how to land an order, to how to stay on the shelves once you’ve fulfilled that first order.

Key Takeaways

-How big your production capacity should be before pitching to mass retail

-Who to pitch and what the pitch process entails

-The business metrics most mass retail buyers will want to know before signing your brand

-How (and when) to ask the right questions — without annoying your buyer

-How (and why) some brands work with sales brokers

-Product placement lead times and lifecycle

-How to get favorable merchandising, like end caps and display assets

-What competitive pricing and favorable margins look like

-Logistics and distribution considerations

-How mass retail buyers will be analyzing your brand’s performance

-How to be a proactive partner to avoid getting kicked off the shelf

This one is chock-full of useful information to help you land some key accounts. Enjoy!

Plus, FREE tickets to Vinexpo America

And an exciting announcement about Vinexpo New York, which is just two weeks away. If you don’t yet have a ticket but were hoping to attend, you’re in luck! Vinexpo has made available 50 free passes to the two day conference exclusively for Business of Drinks listeners — and that includes all of the tastings and masterclasses. When checking out, use the code ERICANYC for your free pass.

And please come and join me — I’ll be closing out the conference on Tuesday, 6/25, at 4:50 pm with a talk about optimizing your marketing and sales to better connect with Millennial and Gen Z audiences. It’s a great way to end the event, with a look ahead at the best ways to move your business forward. Here’s more info: https://vinexpo-america.com/newfront/sessions/10318

Stay tuned for our next episode dropping on June 19.

About Erica Duecy, host:

Erica Duecy is founder and host of Business of Drinks, and one of the drinks industry’s most accomplished digital and content strategists. She has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies. She also has led digital editorial teams at Architectural Digest and Saveur magazines. Her content, podcast, and video programs have won more than 40 digital and editorial awards. She is a WSET Advanced-certified wine and spirits communicator, and author of the cocktail book Storied Sips (Random House), about the real-life stories behind the world’s most famous cocktails.

To learn more about Erica Duecy:

https://www.instagram.com/ericaduecy/

https://www.linkedin.com/in/erica-duecy-4a35844/

https://twitter.com/ericaduecy

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